26 | Mass Media and Historical Change
with whose help it is possible to illustrate their social significance. Leaflets
(Flugblatt) played a key role in the early modern period. The term ‘leaflet’,
which alludes to its rapid distribution, was coined in 1787. The term ‘broad-
side’ seems more appropriate. In most cases these prints combined text and
image on a single page, ranging from official notes to political, religious, sci-
entific and literary contents (Schilling 1990; Wilke 2000: 20). Compared to
multiple-page chapbooks, they did not usually include evaluations which may
have had an instigative effect, but tended to be of an informative, albeit mor-
alising character.
The leaflet is significant on a number of different levels. Its economic
dimension, to begin with, furthered both expansion and versatile circulation.
Owing to the low production costs and high distribution figure, it was a prof-
itable medium for printers, whose potential Gutenberg had also recognised.
The price of a leaflet was at least equal to the hourly wage of a workman,
with the average circulation figure being around a thousand to fifteen hundred
copies. The often lurid character of the titles further illustrates printers’ keen
sales orientation.
Secondly, leaflets can be understood as part of the political communication
in the fiftteenth century, as a means to exercise power. Broadsides were thus
often posted clearly visible in public spaces, especially in times of conflict such
as feuds, wars, and legal issues (Eisermann 2003: 290). This again demonstrates
the continuity of previous communication techniques, since typography and
layout were mostly congruent with medieval modes of writing (ibid.: 294). In
contrast to today, freely sold leaflets were not connected with political protest.
In cases in which they did contain political criticism, this was, according to
Michael Schilling, usually in conformity with the authorities. If this was not so,
any existing criticism was at least outbalanced by uplifting comments (Schil-
ling 1990: 199). However, early broadsides did occasionally encourage polit-
ical action. The contemporary scholar Sebastian Brant, for instance, reported
on the meteorite which struck in 1492 near Ensisheim, interpreting it as a bad
omen in regard to the French and Burgundians, and prompting King Maxi-
milian to proceed against them (Füssel 1999: 98). Hence, the leaflet stood for
direct communication with the sovereigns. Although leaflets refrained from a
denunciation of politics, it is believed that they encouraged political criticism
and damaged the sovereign’s reputation (Schilling 1990: 200).
Thirdly, leaflets were a form of information media, actually turning ongoing
processes into events through their regular and comprehensive reporting. Thus
in 1502, the term ‘new newspapers’ was already in use, referring to the not yet
periodical but certainly up-to-date news which they delivered (Lang 1987:
57–60). Sensationalism is a distinct, often-mentioned characteristic. While
spectacular images depicting violent scenes or ‘miracles’ were intended as
an incentive to buy, texts were often emotionally charged (Schilling 1990: